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Starbucks Roastery Tokyo Reserve: The new store is its largest in the world

Roasteries – The large, lavish Starbucks stores that feature special coffee and tea, roasted on site, as well as massive coffee barrels that hold fresh beans are a way to "celebrate the romance of coffee," said CEO Kevin Johnson.

After Tokyo, Starbucks plans to open another Roastery, in Chicago.

Roasteries are designed to address the problem faced by all retailers: how to make a unique and sufficiently interesting experience to lure customers. Starbucks also uses Roasteries to test design concepts and menu items – and double its promise of offering "third place" between home and work, even if it focuses on speed and convenience elsewhere.

are amps for us, Johnson said. "This is their main goal."

Tokyo Monastery

In Tokyo, customers who visit Roastery will be able to order refined drinks such as black tea lattices decorated with turmeric and jasmine tea. topped with fruit ice cream. They will be able to look at the cherry blossoms through the glass walls, and sip drinks on the outdoor terrace.

A four-storey store boasts a large number of highest levels. This first Roastery will be developed from the beginning to the end by a local designer, architect Kengo Kum, and the first Starbucks with a special "inspiration" for events. Here is the world's largest tea bar, Teavana. And Starbucks also hopes that one day it will become the first of its stores to be certified by a special coffee association, a nonprofit group of participants, for the preparation of coffee professionals.

But the location in Tokyo also shares many elements with four previous places, for example, in a barrel – although at an altitude of over 55 feet, Tokyo is the largest. It also shares distinctive design features, such as a split-blade sign, called a clacker board that displays coffee roasted in the oven. Like every Rooster, Tokyo's location has a number of overhead pipes that shoot beans throughout the building, sell goods on an individual order and include the Prince's bakery in stores. It also has the Arriviamo Cocktail Bar, both in New York and in the romantic establishments of Milan.

Retail theater

"This is the real experience of Willie Wonka with coffee as a heart and soul," said Liz Muller, now Chief Design Officer of Starbucks. Müller went on to design the design for every Roasterie.

Howard Schultz, then general director of the company, said in January 2015 that the opening of the area was the strongest in the company's history, "well outpacing even our most optimistic forecasts."

From the very beginning, the racers were designed for theatrical air. Customers are invited to explore the space, try new fabrications and find out about the Starbucks coffee chain. The more each roaster can offer, the more chances that customers will visit, spend and stop.

"Personally, I feel that Roastery is the best, most creative and engaging experience of the retail industry in any part of the world today," Schultz said in 2015. "It should not be accidental that Roastery opened in the same year that we identified and shared with you the urgent need for retailers to raise, deepen and ultimately to see how emotionally they were connected with their customers."

By the end of 2016, it seemed that the high rate of Starbucks was being paid off. In November, the company reported that sales for the year increased by 24% compared to 2015, mainly because Roasteries customers spent four times more than customers in regular Starbucks locations.

"In Milan, even today, we have lines around the building on weekends," Johnson noted this month.

Starbucks has always been a "richer brand," said Morningstar R.J. analyst. Hottie "Rosters" consider it "even more upward," he said.

Menu and designer innovations

In addition to offering premium experience, Roastery also serves as an innovative laboratory, Johnson said.

Starbucks has released new drinks throughout the country after testing them in Roasteries. Juniper Latte, last year's festive drink, was inspired by the drink, which debuted in Seattle last year. Cascara Latte, which has the taste of coffee beans, was presented at all stores in 2017, as well as an inspired drink that was originally discovered in Seattle.

. not only in other places, but also in the Starbucks – high quality coffee bars that are not as detailed as Roasteries, but deliver premium coffee and more fun than the Starbucks location. Starbucks has over 200 reserve bars around the world, most of which are in Asia.

"The effect of the halo will be," – said Muller shortly after the opening of the New York College in December. There will be "many exercises from here."

Roasteries also served as inspiration for new Starbucks concepts, such as "coffee for coffee", which opened in Bali in January. This store has a coffee house of 1,000 square feet, as well as a nursery, where customers can plant seeds. Customers in a Starbucks Dewata Coffee Café can go through coffee and preparation classes and practically participate in the landing process through an interactive digital wall.

Third place upgraded

Starbucks has always promised to be the "third place" where people can spend time. Last year, he repeated this vision when he codified a policy that allows people to use the bathroom and go out to the streets at Starbucks, even if they do not order anything.

In Roastery, people are encouraged to explore the space.

"This is a slower experience," Muller said in December. "Come and stay longer, meet your family or friends, have a rest."

Meanwhile, Starbucks also tries to make sure that customers who go fast to get coffee are satisfied. The company is expanding its worldwide shipping services by investing in its application – allowing people to order online and pickup in stores – and opening more driveways.

"An attempt to balance these two is very difficult for the company," said Hottov. Starbucks can solve this problem by dividing the business into slower, high-end locations and smaller-sized stores built around convenience, he said. And this can help prevent Starbucks from beating each other's business.

Starbucks once had an ambitions for 1000 reserve bars and more Roasteries after Chicago. Today, Johnson says there are no plans for Roasteries for this city.

"We now have six of these," he said. "We are very happy with how they work."